How Can Traditional Print Take on a More Active Form

How can traditional print take on a more active form? This question, if not the answer has gained a lot of traction in the past five to 10 years. Why? Because there has been trend for books to be published and marketed in ways that really didn’t exist prior to 10 years ago. The same can be said of magazines and even newspapers.

Amazon has become a dirty word in many publishing circles. Authors can publish their work in nontraditional ways, including doing so on their own without the benefit of a publishing company. The Fifty Shades of Gray trilogy sold millions and millions of copies, and it was originally self-published without a paper version. Those success stories can turn traditional publishing on its head.

What can traditional publishing do to remain relevant? One of the first steps is to ensure that it doesn’t ignore the new forms of publishing. Harvard Business Publishing is an example of how electronic media isn’t forgotten, but it is even embraced. Authors and books are discussed on blogs. Electronic media spreads the word about new books and authors. The book is then published and it can succeed or fail on its own merits. It won’t succeed or fail based on whether it is published on the written page or only via a tablet.

Another solution is to run fewer initial copies of the paper books. Books that are released in conjunction with electronic media, as well as on the page can be successful. Once again, word must be spread, and that will be more likely to be successful when the word is spread online. People are online, like it or not, hyping the opening of a book online only makes sense.

Traditional media may not ever be what it was, but that doesn’t mean it is going away. Book publishers who want paper books to succeed will need to learn how to adjust, and if they do, their products will survive.

Ideas for Your Next Print Marketing Campaign

Ideas for Your Next Print Marketing Campaign

Print marketing is certainly not dead, as some internet devotees would have you believe. It still holds an important place in your overall marketing plans. Here are some ideas that will help your next print marketing campaign stand out from the rest.

Print Marketing Is More Unique

The competition for customers online is extreme, which makes it more difficult to stand apart from other companies in your field. Since most businesses focus on internet marketing, print media helps you to grab attention.

When you see ads in your email, how long do you usually spend looking at each one? Long enough to delete it, or perhaps to mark the email as spam. Checking your postal mail is entirely different, according to Marketing Profs. You probably bring your mail into your home and at least glance at each piece, before throwing some of them away and keeping some for sales in which you are interested. This means that print materials may receive a good deal more attention than online ads.

Print Marketing and Social Media

Many companies use social media sites to engage their customers and potential customers. Look back a bit farther. Before there were social sites online, there were business cards. Handing someone a business card is a social contact in the most basic sense. You can also integrate print marketing with social media.

Print Media with QR Codes

More people than ever connect with companies like yours online. The technology is still developing, and as it does, print media develops ways to use it. A QR code, that unusual square logo that Smarthphones can read, allows potential customers to scan your print media into their phones, and be taken to your website.

QR codes are customizable with various patterns and colors to integrate into your next print marketing campaign. This type of technology can connect people to your website, but it can do more. It can also play videos or distribute files, or share features that will encourage potential customers to seek you out and engage with you, and even share your company sales with other potential customers.

Tying Print With Mobile Devices

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Some observers believe the marriage of print media and mobile devices is a new advertising genre. Many experts have been touting the value of print advertising, now that so many companies better understand the benefits–and the “warts”–surrounding digital advertising campaigns.

According to Mobile Commerce Daily, the Best Buy coordination of mobile marketing with their weekly sale circular, begun in 2010, has capitalized on the interactive benefits of mobile devices with the power of print advertising. Mobile device marketing offers an important advantage over traditional print marketing: Active calls to action.

This marriage of print and digital media offers benefits unavailable with other marketing options. Immediate and personal calls to action are a graphic example. There are other advantages you can enjoy.

  • Perfect your online presence with a great website and relevant social media pages.
  • Publish a regular newsletter with free subscriptions for your customers and prospects.
  • Combining print and mobile marketing helps deliver the “feel” and quality of your products.

Using coordinated digital and print advertising campaigns maximize your audience reach in all demographics and gains Facebook “likes” and more Tweeter followers. This combination typically results in more customers, too. More customers equal more revenue.

Your website, social media and newsletters offer another benefit. You’ll get some interested new leads that you can convert to customers. Melding print advertising with mobile devices creates engaged fans of your products or services.

Just as Best Buy uses this combination to increase sales with interactive calls to action, you can do the same for your company. Combining quality print pieces with mobile marketing campaigns gives you the cutting edge multimedia tools you need to succeed.

Integrating marketing campaigns with combinations of print and digital media can return outstanding results. When integrated with effective email marketing, print and mobile channels can increase ROI (return on investment), revenue and profitability. Using one of the top companies, like LATKA Communications, to coordinate mail or email campaigns makes it easy for you to get the most out of your advertising efforts, while enjoying budget-friendly solutions.

Four Ways To Make Your Printed Colleteral Stand Out

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Even in the digital age mailboxes are flooded with flyers, trade shows are filled with brochures and desks are covered with business cards. In a sea of paper, is your print collateral getting noticed, or is it getting tossed into a recycling bin without being read?

 

Create a Visual Identity

 

Have you ever looked at someone and remembered their face but not their name? While it would be wonderful it every potential customer remembered your business the first time they “met” you, it doesn’t usually work that way. Most people need repeated exposure to your marketing materials before they act. Consistent branding is the memorable face of your business. Your printed collateral should work as a unit, along with your online presence, rather than as individual pieces. The most basic way to create a visual identity is to prominently display your logo on each piece of collateral. In addition, repeat the same color scheme, fonts and overall feel. While it seems counterintuitive to stand out by staying the same, a consistent brand helps consumers recognize you in the flood of information they see each day.

 

Less Is More

 

From your mission statement to your upcoming sale, there are dozens of things you want a potential customer to know. It’s tempting to try to squeeze them all in while you have the opportunity. But, no one wants to read a wall of text. Print collateral that is crowded, boring and text heavy will likely get overlooked. Decide on a clear message for each piece of print collateral and drill it down to it’s most basic. Make text easy to skim by using bullet points and simple, casual language. Then, use larger, bold fonts to emphasize the key words and ideas. Surround it all with ample white space and you have a message that people actually want to read.

 

Get Graphic

 

Words aren’t the only way to communicate; photos and graphics often speak louder. Charts and graphs are here to stay, but infographics are the trendiest way to both grab attention while also communicating large amounts of information. Photos are also an important way to command attention and highlight your message. But, skip the stock photography since it is instantly recognizable as being generic. Instead, use high quality, professional photographs taken at your business or of your products.

 

Consider the Paper

 

While what you say and how you say it is important, so is what you say it on. Basic paper and cardstock is fine, but not likely to capture attention. Make your printed materials feel special by using textured, recycled or glossy paper, vellum or even fabric. Think outside the box and go beyond basic square and rectangular shapes. Why not try and unexpected round poster or a die-cut brochure? Also, dark paper with white print is sure to garner attention in a stack of plain white mail.

Why We Love Print (And You Should Too!)

We love print media and there is a reason that you should love it, too. When you are working on a marketing strategy for your business, print can help you to reach your entire target demographic, regardless of their age. You cannot rely solely on the Internet because print is how you are going to market to those who are right in front of your face.

Print provides security that someone is going to see your marketing message. You never have to worry about viruses or other malware preventing your message from reaching the intended audience. Once it is printed, it is available for the world to see – you just have to get it in front of the right people.

Printing is available using new technology that allows for higher quality images, larger formatting, full bleeds and real-life colors. This ensures that you are able to portray your company in the way that it needs to be so that people find out who you are and what you are all about.

We love print because it is diverse. You can choose small business cards to hand out to people when you see them, flyers for upcoming events, and banners to tell people where you are. It is a form of marketing that has always been around and will continue to thrive as long as there are face to face interactions taking place.

Print can be affordable and there is room for small and large businesses alike to partake in it. Small businesses generally focus on personalization while large businesses focus on bulk printing. Regardless of who you are, print media can help you achieve your marketing goals in one capacity or another. From catalogs to bulk mail to posters, it can all help you market your business.

Should Your Company Be Using Direct Mail?

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The marketing strategies that work best for any company depend on the dynamics of the business, but direct mail is a useful way to capture the attention of potential customers. Most companies can benefit from using direct mail, regardless of the products or services that are provided by the business.

Focusing on the Target Audience

A key reason that direct mail works for any business is that it focuses on a particular group or target audience. That means that you are only sending out mail to appropriate individuals on your mailing list or in a particular area.

Targeted marketing is an effective way to obtain new customers because the flyer, brochure or coupons that you are sending out are reaching people who need the products or services that you provide.

Adding Personal Elements

The problem that many companies can face is providing a personal element to the business. If your company is struggling with personalization, then direct mail can be a realistic solution. When you send out a postcard, you can put the name of the individual at that address. It automatically makes the advertisement more personal and reaches out to individuals who may feel that businesses are lacking a personal touch.

Easy Measurements

The personal element and the targeted mailing is only the beginning. Direct mail is also easy to measure based on the number of homes that receive the mail. You can determine the effectiveness of your marketing strategy based on the inquiries and sales that you receive.

Every business can benefit from direct mail, but the decision to implement the strategy depends on your goals and your understanding of how the process works. Direct mail is an effective way to reach your target audience with an element of personalization, and it can help improve your sales.

[Source: USPS]

Benefits of Personalization in Marketing

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An estimated 74 percent of customers get frustrated when ads that are featured for them do not seem to have anything to do with their personal interests. That alone should be enough reason for companies to realize the importance of personalization, but the benefits do not stop there. When companies take the time and energy to personalize the advertisements they are sending out to their customers, companies get more for their investment and customers receive information about products and services that are helpful for them. It’s a win for everyone involved.

Improving Conversions

Ads that are personalized have a much better chance of netting customers. Customers enjoy feeling appreciated and singled out by companies, just like they appreciated individualized service in a store. Personalized emails, for example, were found to improve conversion rates by 10 percent alone. Customers are being bombarded by marketing and advertisements on nearly every platform. Creating ads that are personalized to the individual user means that these marketing tools will stand out to customers by being actually useful.

Improving Customer Retention

Personalization of advertisements is a fantastic first step towards building a relationship with the customer. Loyalty programs and other offers that contain personalized offers are much more likely to be responded to and customers will feel more positively about a company that has gone the extra step.

Personalizing marketing offers is a fantastic way to reach customers. Rather than hitting everyone with a generalized message, personalized messages are directly applicable to the customer receiving them. Although this might take a bit more of an effort on the part of the company, the potential benefits of higher conversion rates and higher customer retention greatly outweigh any cost. Companies should definitely investigate how personalized benefits can help them be more successful in their marketing campaigns.

Should You Invest in a Corporate Brochure?

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Planning an effective marketing strategy is like designing a home. The foundation and frame that compose the majority of its structure are the internet marketing channels — a website, blog and social media platforms. While the less substantial but essential windows, doors and cabinetry are the business card and the brochure of marketing. A brochure fills a supportive role and achieves a goal inherent to its form that no other piece can accomplish within today’s business process.
What is different about a brochure?

A brochure can be a digital file, but is usually available and most effective as a printed tri-fold advertisement that succinctly describes a business, program or offer. It also outlines the customer’s problem that it solves, and the related benefits. The content on a website serves a similar purpose, but a brochure reaches a smaller audience in a personal or niche context.

A brochure is most effective in personal meetings and events. If a prospective client walks away from an interaction with you holding a brochure, it may help maintain the connection you began with them as they evaluate how to solve the problem they need to solve. If it is designed attractively and the copy reads well and convincingly even better. While less efficient, a good impression in a face-to-face meeting is more memorable and engaging than a website, which is the reason social media has become a major marketing force. Forming an emotional connection is key to forging business-customer relationship, and a brochure is a conduit that achieves it.

A niche market can be reached in a lobby or public space with a brochure. Most people are familiar with the tourist leaflet racks in hotel and travel destination lobbies that promote local attractions. According to experts, the marketing strategy is still as effective as online advertising for a tourist business. A niche market that a business needs to reach may require targeting a location that they visit frequently, both in person and online. A brochure placed strategically at a brick-and-mortar business.
Inexpensive and Long-lasting

Printing a brochure is inexpensive compared to purchasing a print ad and many other forms of marketing. A novice can create one in a word processing program with ease and use the logo and brand colors that will maintain the business’ brand integrity.

A general marketing brochure will remain relevant for a lengthy time period, allowing the business owner to achieve a desirable return on investment.

Are Postcards Still an Effective Marketing Tactic?

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Outbound or Inbound?

A great deal of the debate among marketers today centers on the issue of inbound versus outbound marketing strategies. Of course, every progressive marketer is now fully aware of the advantages of successful inbound marketing techniques. This is the process whereby you the customer or prospect initiates the conversation with your company, as opposed to you trying to get their attention by traditional advertising or outbound processes.

The problem in this ongoing discussion is found in making the issue one of either-or. The reality is that a modern, cost-effective marketing strategy is almost always going to consist of carefully integrating both approaches. Certainly, the days of spending thousands of dollars a month on yellow page advertising are over for most companies. Likewise, simple mass mailings of unattractive direct mail pieces are probably useful in only a few circumstances today.

However, it is important to remember that today’s marketing message is all about the conversation. It’s great when the customer initiates that process, but it’s up to the company to make it a truly two-way and productive conversation. While you can respond with an email (and many fail to even do this), there are many traditional ways to follow up with prospects and clients that are cost-effective and relevant. According to a recent article in Agency Access, postcards are one of the most effective and affordable means of keeping that conversation going.

There are several reasons that postcards remain popular with creative marketers. At the heart of these are the capabilities of modern printing. Stunningly attractive postcards can be personalized and printed in small quantities to address any number of special needs for communications. Modern web-to-print services even provide full addressing and mailing services. These nifty items affordably and professionally announce a special event, send an automated reminder, or blanket a neighborhood with news of a grand opening.

Postcards may seem old school to some, but to many savvy marketers they’ve graduated to a new and powerful marketing tool that leverages inbound marketing success.

5 Tips for Digitally Printed Materials

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Thanks to the progression of computer technology, digitally printed materials have far surpassed the use of traditional printing techniques. Whereas pre-computer days meant that printing involved messy powders and time consuming paper printing methods, today you can print on a variety of mediums. Digital printing provides the tools to print on practically any surface ranging from walls to T-shirts to mesh. However, with this form of printing you should consider ways to make this technique work to your advantage.

  1. A simple image is important for viewers. For example, a logo with a highly detailed graphic filled with 10 different colors and shadowing is going to be difficult to identify from a distance, such as via a billboard or wall image.
  2. Digital photos may not stretch into a large scale without becoming blurry or grainy. Consider this when taking photos to be used on your digitally printed materials. Opt to use the finest resolution possible, as well as a high quality camera with a zoom feature.
  3. You can print on a wide variety of surfaces including flooring, canvas, plastic, 3M ControlTac™ and glass. Keep this in mind when you are selecting a printing process. Sometimes you can have an idea about where and how to share your marketing message that goes beyond the basic print on paper.
  4. Skimp on spending somewhere other than your digital printing needs. A poorly printed sign or the use of a cheap surface will translate into poor execution of an idea, as well as a spendthrift business. Show potential clients that you will do whatever it takes to win their business, which includes spending what is necessary to print high-quality marketing tools.
  5. Once you decide on a logo or business slogan, stick with that graphic or phrase throughout all of your printed materials. Whether you are printing flyers for an upcoming sale or you are printing copies of your newsletter to distribute to clients, your logo should always be included in the prints.

Maintain a professional manner by choosing digitally printed materials for your business’s needs. By making the most of this technique, you are more likely to benefit in the long term.